Roy Choi

And it was really beautiful, man.

I miss it so much.

You're doing Porvita now, right?

Yeah, we do Tacos Porvita.

That is an offshoot of Kogi.

Kogi's always been... And it kind of shows in a way where society and the financial society continues to falter and go for us as people because Kogi's always been a very affordable option.

It's been a cornerstone to our business to be the entry point for anyone, right?

So our food...

in 2008 started at $2 and 50 cents or actually $2 for a taco.

It's only $3 now, you know, and that's insane.

18 years later, you should make it more.

I should, I should, but, uh, but then it wouldn't be served the purpose of what Kogi is for catering.

It used to be like someone could get the truck for like a thousand bucks.

Right.

And that was like affordable.

Um,

But that's like even expensive now for a lot of people.

So we started Tacos Por Vida to go back to the essence of Kogi, to take Kogi even deeper.

And so like for five, 600 bucks, you can get Tacos Por Vida.

So, cause the truck itself comes with some built-in costs.